The right creative strategy can mean the difference between success and failure in a direct or interactive marketing program. And the all-new third edition of Creative Strategy in Direct and Interactive Marketing by Susan K. Jones (Racom—www.Racombooks.com—in conjunction with the Direct Marketing Association $49.95) has been totally revised to address the new issues of interactive marketing media, marketing integration and convergence of all media. The opening section gives an overview of the new world of direct marketing and interactive creative strategy, including: ? The art and science of marketing creativity and the strategic challenges of direct marketing and interactivity.
Susan K. Jones is a tenured, full Professor of Marketing at Ferris State University, and owner of Susan K. Jones and Associates (direct marketing and advertising).
Clients of Susan K. Jones & Associates have included International Resources, The Hamilton Collection, Enesco Corporation, GoCollect.com and Collectors' Information Bureau -- all in the collectibles field -- as well as At-Home Professions, MarketNet Services and Consumer Target Marketing/Retail Target Marketing Systems in the business-to-business realm. She has conducted keynote, day-long and two-day marketing training programs through her own firm for eBay, Yamaha Musical Instruments, Sprint/Draft Worldwide, University of Louisville, Direct Marketing Association of Detroit, Consumers Energy, Advanstar Communications, and other organizations. She is a frequent speaker at direct and interactive marketing conferences and meetings. For The Callahan Group, she has served as faculty in day long and two-day "train the consultants" programs.
At Ferris State, Ms. Jones teaches direct marketing, business-to-business advertising, advertising copy, advertising management, e-commerce marketing, and other marketing, advertising and public relations courses. She developed and leads Ferris State's e-commerce marketing concentration. She also teaches the first undergraduate direct marketing and business-to-business classes ever offered via Internet, as well as two e-commerce marketing classes via Internet. She was named Marketer of the Year for 1991 by the West Michigan Chapter of the American Marketing Association, and in 1993 she was honored for innovative teaching by the Direct Marketing Educational Foundation. In 1996, she was named Volunteer of the Year by the Chicago Association of Direct Marketing. In October 1997, she received the Robert Clarke Award of the Direct Marketing Educational Foundation as Direct Marketing Educator of the Year. In April 2002 she was named Charles S. Downs Direct Marketer of the Year by the Chicago Association of Direct Marketing. In February 2003 she received the Andi Emerson Award for creative direct marketing excellence from the John Caples International Awards organization. In April 2007 she was inducted into the Medill School of Journalism Hall of Achievement at Northwestern University, and in September 2008 she received an Alumni Service Award from Northwestern.
Ms. Jones has taught at Northwestern University's IMC Master's Degree Program, DePaul University's Vachel Pennebaker Direct Marketing Certificate Program and DePaul's MBA program, and the University of Michigan Executive Education program. She is a past Chair of Trustees for the Chicago Association of Direct Marketing Educational Foundation, a past CADM secretary/treasurer and board member, and a current CADMEF Trustee. She also has represented CADM on the board of the Direct Marketing Educational Foundation.
She is the author of Business-to-Business Internet Marketing (Maximum Press 2009), Creative Strategy in Direct and Interactive Marketing (RACOM Books 2005), the co-editor of The IMC Handbook: Readings and Cases in Integrated Marketing Communications (edited with J. Steven Kelly of DePaul University ' RACOM Books 2008), the co-author of Selling by Mail (Scribner's), co-author of Marketing Convergence (with Northwestern University Professor Emeritus Ted Spiegel ' RACOM Books 2002), and has authored or co-authored a number of other books on time management and collectibles.
Ms. Jones enjoys an active volunteer career focused on her ties to Northwestern University, the arts, and human services. Educated at Northwestern University, Ms. Jones holds a B.S.J. and an M.S.J. in advertising. She also holds a certificate in Liberal Education for Adults from the University of Chicago. Ms. Jones lives in East Grand Rapids, Michigan with her husband, William T. Jones, and they have two grown sons.
